Natalie Mellin, Global Employer Brand, King Robert Käck, Global Employer Brand, King Claudia Tattanelli, Chairman Strategic Board, Universum Companies achieve a solid talent brand message by first laying the foundation with a strong employee value proposition (EVP). A smart and structured EVP empowers the culture, community and workplace transformation that your employees love to post, tweet and talk about with their friends. Without an EVP, talent brand messaging risks being diluted or scattered.

2. You've established your EVP. Now how do
you bring it to life?
​ Natalie Mellin & Robert Käck
​ Global Employer Brand Team
​ King
​ Claudia Tattanelli
​ Chairman Strategic Board
​ Universum

3. How organizations tackle talent attraction and the
obstacles that stand in their way
​ Claudia Tattanelli
​ Chairman Strategic Board

4. About Universum
For 25 years we’ have been committed to helping organizations globally to identify
challenges, understand and engage with talent and communicate and measure their success
Research and insights Analysis and strategy Communication and Activation

5. Employer Branding: Who Owns it?

6. More cooperation needed

7. THERE’S NO CLEAR
CONSENSUS ABOUT
WHAT MATTERS
MOST. IT DEPENDS
ON THE INDUSTRIES
53%
Energy
43%
Eng. Man.
28%
Banks
Industry highlights today
Employer branding objectives
WHAT ARE YOUR MAIN EMPLOYER BRANDING OBJECTIVES?

8. The 9 Steps to Building a Successful
Employer Brand

9. What is it?
The EVP is a unique set of offerings,
associations and values that will positively
influence the most suitable target candidates
and the internal target groups
What is it NOT?
The EVP is not a tag line or a visual expression.
The EVP implementation is operational.
ATTRACTIVE
TRUE
VISIONARY
DISTINCT
SUSTAINABLE
EMPLOYER
VALUE
PROPOSITION
EVP: The Core of the Employer Brand

10. The goal: Consistency and Differentiation

11. • Management involvement is key
• Message must be authentic, differentiating, credible but also
visionary and attractive
• Define your communication strategy before content creation
• Localize/adapt
• Cooperation between marketing, HR and Communications is crucial
• Always maintain a consistent look and feel
• Track the success/development
Lessons Learned in building a strong
Employer Brand

12. ​ Natalie Mellin & Robert Käck
​ Global Employer Brand Team
Establishing your EVP
(and bringing it to life too)

14. A bit about us…

15. Trophies
• • Sweden’s Best Employer 2013, 2014
(Universum)
• • Best Employer Brand
• (CIPDs 2015 and RADs 2015)
as of Q2 2015
Stats
• Over 200 games in over 200 countries
• 340 million average monthly users
• Over 1,500 employees
A bit about us…

16. Behind our brand…
The year is 2013.
No more than 400 employees.
No EVP. No Employer Brand team.

17. Our wants. Our needs.
Grow our business without losing our
entrepreneurial spirit and passion for games.
Recruit the top talent and give them the best
working environment.

18. Define our EVP & build an
employer brand strategy
Our answer (the simple one).

19. Our answer (the serious one).
Get the management onboard to build an
employer brand:
• Understanding the business mission and vision
• Speaking the same language
• Finding your network
• Showing research & ROI

20. We researched and researched.
And researched some more…
1000+ minutes
speaking with employees internally
300+ minutes
speaking with potential candidates
63 days
of research & analysis (including undercover
operations and 2 days spent with the founders
and leadership team)

21. Developed our EVP…
Passionate about games, you’ll unlock
the player in everyone. All in our fast-moving
world where to make fun, we have fun.

22. “King is a serious business that’s
not afraid to have fun”
​Riccardo Zacconi – CEO & Founder

24. Great! Now what?

26. HRBPs
Seriously Playful
(Brand, EVP &
Values
Brand
Marketing
PR
Campus
Rec. Process
Induction
Onboard Process
IT
Values
Comp. Ben
Legal
Academy
Performance
Attract /
RecruitExit
Develop
Motivate
Onboard
Processes Touch Points
Integrate. Integrate. Integrate.
• Map the touch points and priorities for your community
• Use the community lifecycle as a framework
• Sensor check against business strategy

27. Seriously Playful
(Brand, EVP &
Values
Attract / recruit

28. Seriously Playful
(Brand, EVP &
Values
Onboarding

29. Seriously Playful
(Brand, EVP &
Values
Motivate

30. Seriously Playful
(Brand, EVP &
Values
Develop

31. Seriously Playful
(Brand, EVP &
Values
Exit

32. An EVP shouldn’t be new.
It should be you.
“Focus on the culture, trust &
enable your employees.”
​King Employer Branding team

33. BRAND
EMPLOYER
BRAND
PR
Play nicely with others…
Potential & existing
employees
Our players
Media & investors
BRAND
EMPLOYER
BRAND
PR

34. We’ve built it. How do we maintain it?
• Recruit against values
• Manage talent development against values
• Listen to the community
• Measure and keep score

35. Show & tell. Seriously Playful style.

36. Careers sites

37. Values animation & gamification

38. Social

39. Diversity & inclusion

40. Refer-a-friend scheme

41. Employee handbook

42. King Challenge App

43. Rebranding - Q1 2013
Before…
Keeping consistent

44. If you take away one thing today.

45. If you take away one thing today.
OK. Four things.
• Get leadership engaged – Creating an EVP is not a HR
project it’s a company project.
• Culture matters and Employer Brand is not just about
attracting people to join.
• Hone your relationships with Marketing, Brand and PR.
• Track and adapt.

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